Tommy Hilfiger is relaunching denim under the name of Tommy Jeans. The American brand, founded by New York-based designer Tommy Hilfiger in 1980, is now owned by clothing conglomerate PVH Corp and has undergone a major revamp of late.Catapulting off the popularity of the TommyNow fashion shows and capsule collection created with model Gigi Hadid, company executives are now rebranding Hilfiger Denim as Tommy Jeans.
Tommy Hilfiger is relaunching its denim line under Tommy Jeans
Representatives have unveiled the new name and products on social media platforms, posting a series of photos on Tuesday showing models Anajah Hamilton and Jonah Levine posing in the jeans and matching sweatshirts and bomber jackets.
"Suit up in your favorite #TommyJeans denim. @icecreameaterrr (Anajah Hamilton) and Jonah Levine straight from Brooklyn," one snap was captioned.
The new Tommy Jeans capsule collection features 90s-inspired tapered fit jeans, sweatshirts, bralettes and T-shirts with the Hilfiger logo for women as well as underwear, sweatpants, hoodies and straight leg jeans for men.
Tommy Jeans will hit stores from November, with chief brand officer Avery Baker explaining that the line is targeted at the youth market.
Tommy Jeans will hit stores in November
"What it's really shown us is there is an amazing demand and interest coming from a brand-new audience of young consumers for the brand," she said of the line, according to WWD. "They are loving not just the literal heritage pieces of Tommy Jeans, but the heritage aspect of the brand. Because we're seeing such an appetite from that younger customer, we're targeting that Millennial and even Gen Z even more than we did in the past." In the near future, free-standing Hilfiger Denim stores across Europe will be rebranded, as will shop-in-shops around the world.